Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Deodorants in Denmark

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Executive Summary

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PROSPECTS

Demand rises for natural and organic deodorants

Consumers in Denmark are increasingly looking for more natural and organic deodorants, viewing these as safer than traditional products. This growing demand has partly been sparked by media attention regarding some of the potentially harmful ingredients contained in deodorants.

Deodorant sprays becoming less popular

Deodorant sprays continued to be outperformed by both roll-ons and sticks in 2017 as a growing number of Danish consumers moved away from the former due to health as well as environmental concerns. Aerosol sprays in general are viewed by a growing number of Danes as being harmful to the environment as well as their personal health.

COMPETITIVE LANDSCAPE

Deodorants in Denmark dominated by three major players

In 2017, deodorants in Denmark continued to be dominated by three large multinationals, namely Unilever, Colgate-Palmolive and Beiersdorf, which together accounted for well over one half of overall value sales. Their positions can be attributed to the strength of their various brands, including Axe, Rexona, Sanex and Nivea.

Private label struggles to compete with brands

Private label continued to account for only a minor value share in deodorants in 2017, primarily due to the presence of strong brands. Another factor is that mass deodorants in Denmark are generally inexpensive and are often available at discounted prices.

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